The use of language as an influencing tool in leadership : a way of understanding Brexit

Abstract: Abstract New nationalist ideologies have permeated politics for the last decade. New leaders, followers, and conducive environments have emerged to cause the most controversial and unique episodes in recent politics. Brexit was selected by having a set of exclusive characteristics, factors, and social elements which resulted in the UK leaving the EU after 47 years. Additionally, two academic attributes were considered to be politically researched, which were leadership and communication techniques. The former established the relationship between two parts of society (leaders and followers) and how their roles developed during the Brexit referendum campaign, and the latter examined political language by extracting the most representative rhetorical means used by the British leaders to run it.   The set of rhetorical techniques was thoroughly investigated using a specially adopted analysis. Several examples were included in how they were performed politically and strategically to create that democratic result. To execute this study, we developed qualitative research based on a study case strategy, descriptive purpose, and by having an inductive approach. Consequently, we selected a sampling method which met specific research criteria and allowed us to analyse this political phenomenon rhetorically. Besides, our empirical data was formed by using interactive and visual material which provided a credible source of study to approach, identify, and answer our research questions. Finally, Brexit’s outcome was viewed as the end of an era in terms of faith in the benefits of globalisation, open labour markets, European integration (Norris and Inglehart, 2019), loss of identity from British individuals, and the reflection of a fractured society (Gherghina and O’Malley, 2019).